When I first opened up the doors to my business, I didn't know how much advertising I should do. Instead of going after printed advertisement space and taking out radio spots, I decided to let my company speak for itself. I tried to encourage other people to spread the word, but for some reasons, I just couldn't get off of the ground. I started thinking about what might work, and I realized that printed advertisements might be the way to go. Unfortunately, my first flyers weren't super professional. I decided to work with a graphic design company, who helped me to print professionally. That's when things started taking off. Read my website for more helpful tips regarding successful advertising.
Every door direct mail (EDDM) is one type of direct-mail marketing that can help you fine-tune your marketing strategy. EDDM can be more effective than what can be achieved by simply sending the same materials to a mailing list.
Cultivate Your Strategy
Since EDDM provides you with the opportunity to send different marketing material based on your audience demographics, it makes sense to spend time cultivating your message based on the recipient. For example, a major club store might promote discounted memberships or sale items based on zip code. Some zip codes might be heavily populated by military members, seniors, or college students, so it would make sense for them to create postcards that advertise special membership discounts for these groups. If there are households that are known to have children, different postcards might be printed to advertise back-to-school specials that include advertisements for school supplies and items typically included in packed lunches. By including more specific advertising, you waste less of your marketing budget on mailings that are unlikely to hit the right target.
Stand Out
It makes little sense to have mailings printed that look similar to ordinary mail. The more your marketing mailings blend in with junk mail, the less likely your targeted demographic will notice them. The easiest way to make your mailings stand out is to choose printing options with a unique size and/or shape. You will want to choose postcards that are larger than a standard envelope size, but small enough that there is little problem with fitting them in the mailbox without folding the item or otherwise damaging it. If the option is available, consider unusual shapes such as a triangle or circle for your mailings. Even something simple, such as a mailing that is square, can stand out since most mailings are rectangular.
Utilize Carrier Routes
Another advantage of using EDDM instead of a mailing list is you can utilize carrier routes to further target certain demographics for your marketing. This strategy can work well for small businesses that may want to hone-in on residents in the nearby area, especially if they are attempting to compete with a larger business. One example would be a locally-owned grocery store competing with a chain grocery store. You may want to have your mailings sent to residents within a certain radius of your grocery store, especially if you are trying to attract people who may walk or use mass transit. Advertising yourself as a better alternative for people with limited transportation could work well in this case.
EDDM can be a better tool for direct mail than simply using a mailing list. Using options to customize your message based on your demographic and creating mailings that stand out can improve your reach.
Share19 July 2018
